I bought this because I wanted finally a cruelty free hair dye but I was a bit scared to try any other color then LO'real Preference, as I have used this color since more then 10 years and knew exactly which color to choose, but I finally gave in as I could not stand my roots anymore. Opening this box is a completely different experience! Inside you will find -in a beautiful pouch- not only the developer and the color creme and a brush, but also a small bottle of Shea Moisture Raw Shea Butter shampoo, conditioner and even a hair treatment! If you have ever colored your hair, you know that Ammonia smell? Well, not only does this hair color not stink at all (because it simply has no Ammonia and no Sulfates included!) - the ingredients are all organic and natural! I also did not get an itchy feeling after having this on for 30 minutes- which I usually got from LO'real. My hair did not feel dried out or stripped- it felt actually more as if I put on a hair mask! I also really loved the Shampoo and the Conditioner. I do have one tiny complaint though: the color (I used light blonde). I found that the color was a hint orange. That is actually the one thing I am always scared off: a brassy blonde. But it is not too bad and I can live with that!